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The New Media Revolution is Coming! Don’t Miss It.

The rapid evolution of new media and social networking sites has created a revolution in marketing. However, with daily demands at the firms, many architects do not have the time or resources to keep up to speed on the most up-to-date marketing venues. In this entertaining and provocative presentation, I will join Paul Rosenblatt and Chad Wissinger to provide an overview of online media, address the legal implications of online marketing, identify strategies to improve Web site navigation and design, as well as suggest improved and perhaps unexpected marketing strategies.

To learn more and register, visit the AIA Web site.

April 5th, 2011, posted by admin

Advertising, Branding, Interactive Marketing, Marketing, Pittsburgh, Public Relations No Comments

“The One-Day Marketing Plan:” A Workshop with Dan Droz

On Thursday, March 31, I’ll present an all-day SBDC training event, “The One-Day Marketing Plan,” at Duquesne University. Whatever your business or profession, this workshop will enable you to tailor essential marketing principles to recharge your marketing and reach your goals. By the end of the day, you’ll have all the tools you need to complete a comprehensive marketing plan that will guide you to a better bottom line!

To learn more and register, visit the SBDC Web site.

March 29th, 2011, posted by admin

Marketing, Pittsburgh, Uncategorized No Comments

What’s The Best Way For You to Get Publicity?

microphonesGetting publicity requires work. To recap the process, you’ve got to think like a reporter, develop your angle, write a good headline, an enticing lead and a good release, proof your release, develop a targeted media list, develop relationships with everyone on that list, and then fax or mail your material. Follow up is essential too: call and ask if your release was received. Ask if it was appropriate, and don’t push too hard. Remember: this is a relationship, so treat it that way.

Why Do PR Anyway?
With so much effort involved, and uncertain results, why bother with publicity anyway? Spending no time on public relations can translate into missed opportunities. The media has air time and column space to fill with stories every day, and if you don’t make an effort to reach out to the media, your competition may get the publicity that you could have had for your organization.

Dan Droz is Chairman and CEO of Droz & Associates: Marketing, Branding, Design, Public Relations, Advertising, Web Design, Interactive Marketing for Pittsburgh and surrounding regions.

September 3rd, 2009, posted by admin

Marketing, Pittsburgh, Public Relations No Comments

Develop Personal Relationships with Reporters

reporterReporters can be a friend to your organization or they can be a stranger to it. It’s your choice. Get on the phone and talk to people. Tell them you want to know what they cover, find out what their deadlines are, and ask how you can help them. Call them if something really interesting is happening and let them know. Call them a few weeks or days in advance. And don’t just call when you need something. Treat this like a relationship. Ask advice. GIVE THEM FREE TICKETS WHENEVER THEY ASK. Offer them free tickets even when they don’t ask. Call them when you like something they’ve written. Take them to lunch. Have a beer with them after work. And help them whenever you can with facts or sources for stories.

And never use bully tactics to get stories. Lots of PR people do it but it’s rude. Use your head and good common courtesy to guide your actions and you’ll be much more successful in the long run.

Developing a Targeted Media List
You’ll get the most for your marketing investment if you carefully target a few key reporters. Sports reporters aren’t particularly interested in stories on pet odor removal, but a home and garden reporter might be. Your next task is to find out which home and garden reporter might like to see your release, and send your release directly to that person. Once you called and asked which reporter should get your release, it’s time to distribute. Fax and mail are both equally acceptable methods for distributing press releases. Mail it flat, not folded whenever budgets allow. It will “keep” better in a folder on in a pile on a desk than a folded document.

Dan Droz is Chairman and CEO of Droz & Associates: Marketing, Branding, Design, Public Relations, Advertising, Web Design, Interactive Marketing for Pittsburgh and surrounding regions.

August 10th, 2009, posted by admin

Marketing, Pittsburgh, Public Relations No Comments

Developing an Angle

reporterIf you were a reporter, more information would cross your desk in a day than most people might see in a week. As a reporter, you could receive as many as 100 press releases a day, so what you want is information that’s easy to read, usually no longer than a page or two, and worthy of a news or feature story. In short, reporters want clear, brief and newsworthy information. They want a press release. But before you attempt to write anything, you’ve first got to understand what your marketing needs are, and develop “angles” that best communicate your message.

Where to Start
Developing a good angle requires strategic thinking on your part. What are your areas of expertise and how can people benefit from that expertise? Then figure out which areas of expertise will lead new customers to your door, and focus your efforts on publicizing those areas. For example, if you trying to build your business in cleaning residential carpets, put yourself in the shoes of a homeowner, and think about that person’s concerns and needs. Homeowners tend to be concerned about health issues such as allergy symptoms, consumer issues such as fair pricing, and problem solving, such as stain removal or pet odor elimination. Your angle, then, would be a consumer-oriented press release on one of these issues.

Here are some additional angles/approaches to consider:
1. Things related to the time of year, i.e./anniversaries of major events. The 10th anniversary of the Exxon Valdez oil spill, for example, is a good time to alert people to environmental issues.
2. Research your agency can release. Have you held a conference or seminar or have you conducted a study? Write up conference proceedings and distribute them.
3. Information about an upcoming event. Who, What, When, Where, How?
4. Attendance records and fund raising achievements.
5. New donors, new sponsors, new relationships with vendors. You should send these releases to both internal and external audiences.
6. Stands on community issues: Your group objects to a piece of legislation and why.

You’ve Got An Angle, But Now What?
Once you’ve determined what story you want to tell to the press, you need to put it in written form. Press releases are the industry standard, and consist of a contact name and number, the date of release, a headline, a good first sentence and paragraph, and a page or more of relevant copy. Remember that reporters receive hundreds of press releases each day. What will make yours stand out is a strong headline, an enticing first paragraph or lead, and the quality of the information in the rest of the press release.

Whenever possible, the lead paragraph should summarize the entire story. The paragraphs afterward should be arranged in order of importance. The final paragraph should always tell people whom to contact to get more information. Stay away from fancy typefaces and try to keep it to a page or two. Once your release is written, proof it carefully and put it on letterhead.

Dan Droz is Chairman and CEO of Droz & Associates: Marketing, Branding, Design, Public Relations, Advertising, Web Design, Interactive Marketing for Pittsburgh and surrounding regions.

August 3rd, 2009, posted by admin

Marketing, Pittsburgh, Public Relations No Comments

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